cccu tampa workshop new perspectives on the research findings january 19, 2003

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CCCU CCCU Tampa Workshop Tampa Workshop New Perspectives on the Research Findings January 19, 2003

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Page 1: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

CCCUCCCUTampa WorkshopTampa Workshop

New Perspectives on the

Research Findings

January 19, 2003

Page 2: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Goals of the WorkshopGoals of the Workshop

Summarize highlights of the research Update with post-9/11 research findings

Organize for implementation within functions and across campus teams

Develop short- and mid-term strategies for executing recommendations

Page 3: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Research AudiencesResearch Audiences

Rising Juniors

Rising Seniors

High School

Graduates 2002 2001 2000

Prospects Inquirers/

Parents Inquirers/ Parents

Admitted Students

1986 Prospects

1986 Inquirers

3

Page 4: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Research HighlightsResearch Highlights

Timing of the Search

Use of Information Sources

Role of Parents

Image

Financial Issues

Competitive Positioning

Page 5: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Research Highlights:Research Highlights:Timing for Admissions Timing for Admissions MarketingMarketing

Prospective students are beginning the search process earlier, many before the junior year in high school.

Parents are starting even earlier.

Page 6: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

6.0%

21.0%

8.8% 8.8%

27.4%

18.0%

28.2%

21.0%19.6%

17.1%

3.5%5.9% 5.8%

2.4%

0

10

20

30

40

50

Before FreshmanYear

Before FreshmanYear

During SophomoreYear

Before mid-point ofJ unior Year

Spring of J uniorYear

Summer after J uniorYear

Fall of Senior Year

Inquirers Parents of Inquirers

Timing of College Search (2000)Timing of College Search (2000)

Page 7: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Research Highlights:Research Highlights:Use of Information SourcesUse of Information Sources

Personal contacts and printed materials are the most popular sources of information.

The campus visit is the most powerful recruitment tool at all stages of the search.

Parents are more influential in the college search than typically seen in the college-bound student marketplace.

Page 8: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

(Very Influential)

(Not at All Influential)

3.49 3.493.34

3.41 3.44

1

2

3

4

5

Prospects Inquirers Parents ofInquirers

Non-Matriculants

Matriculants

Parents’ Influence in Choice of Parents’ Influence in Choice of College/University (2000)College/University (2000)

Page 9: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Research Highlights:Research Highlights:Use of Information SourcesUse of Information Sources

Most prospective students are using the Web at all levels of the college search.

Students think of email and chat rooms as “personal” communications.

Page 10: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Use of SourceUse of Source

93.0%

7.0%

80.7%

18.9%

94.9%

4.7%

51.8%47.3%

0

20

40

60

80

100

Printed materials The Internet Personalcontacts

Personalcommunicationvia e-mail/chat

rooms

Yes No

Page 11: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Research Highlights:Research Highlights:“Big Picture” Image Issues“Big Picture” Image Issues

Students have a narrower and less positive view than their parents of a Christian educational experience.

Christian-related issues affect prospective students’ decisions throughout the admissions funnel.

Page 12: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Market’s Definition of a Market’s Definition of a Christian College or UniversityChristian College or University

The first word or phrase that comes to mind when prospective students hear “Christian colleges and universities”: “Religion” (5%) “Christian environment” (5%) “Christian faith” (4%) “Church” (4%)

Page 13: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Research Highlights:Research Highlights:“Big Picture” Image Issues“Big Picture” Image Issues

The concept of the liberal arts is not well-understood by the CCCU market.

Top negatives focus on concerns about small size and a sheltered, protected environment.

Page 14: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Research Highlights:Research Highlights:Academic Quality Image IssuesAcademic Quality Image Issues

Prospective students and their parents think about specific majors and future outcomes when they measure academic quality.

Prospective students tend to assume the CCCU colleges and universities lack academic rigor and intellectual freedom.

An all-Christian faculty is less appealing to prospective students than to their parents.

Page 15: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Research Highlights:Research Highlights:Student Life Image IssuesStudent Life Image Issues

Prospective students have a “siloed” image of student life on Christian campuses.

Prospective students are becoming increasingly interested in: Personal growth Development of moral character Community service

Page 16: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Research Highlights:Research Highlights:Student Life Image IssuesStudent Life Image Issues

Impressions of social life become more influential at the enrollment decision stage.

Understanding of the integration of faith and living as well as faith and learning evolves; it is not immediately grasped by prospective students.

Page 17: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Research Highlights:Research Highlights:Financial IssuesFinancial Issues

Prospective students tend to think about “sticker price;” parents about net cost.

Perceptions of value are closely linked to academic quality, preparation for the future, and character development.

Parents want evidence of the marketability of the degree and personal growth.

Page 18: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Research Highlights:Research Highlights:Competitive Positioning IssuesCompetitive Positioning Issues

Among prospects, top competitors tend to be public universities.

Among inquirers, there is a shift toward private universities.

Among accepted students, they hone in on Christian colleges and universities.

Page 19: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

2002 Research:2002 Research:Implications for the CCCUImplications for the CCCU

Page 20: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

MethodologyMethodology On-line survey Partnership with FastWeb Data collected in March 2002 Sample: FastWeb database of students Over 73,000 high school seniors surveyed Recruited via e-mail Screened to be sure (1) senior in high school and (2)

thinking about attending college in the next year or two Incentive: Entered into a drawing for a $500 scholarship Follow-up survey with students was conducted in June

2002

Page 21: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

1.2%

1.2%

1.4%

1.4%

1.5%

1.9%

2.5%

2.9%

4.9%

5.5%

12.1%

17.3%

21.0%

23.4%

0% 5% 10% 15% 20% 25%

Episcopalian

Assemblies of God

Buddhist

Churches of Christ

Pentecostal

Latter Day Saint (Mormon)

Jewish

Presbyterian

Lutheran

Methodist

Baptist

Christian - Not listed

Roman Catholic

None

Religion – Top MentionsReligion – Top Mentions

Preliminary Data

Page 22: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Religious TrendsReligious Trends

The voices of prospective students who are Christian are well-represented in this database.

Increasing proportions of students are responding “none” to requests for religious preference. Decreases competitive advantage at the

prospect development stage.

Page 23: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Implications for Christian-Implications for Christian-oriented Recommendationsoriented Recommendations

Use language about Christian orientation carefully at the prospect and inquirer stages.

Connect character development and personal growth to the Christian value system.

Appeal to parents to support Christian education in a culture facing a rise in secularism.

Page 24: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Have the events of September 11Have the events of September 11thth changed your mind in changed your mind in terms of (1) the schools to which you appliedterms of (1) the schools to which you applied

or (2) the rankings of your preferences or (3) both?or (2) the rankings of your preferences or (3) both?

2.6%

3.0%

4.4%

88.0%

2.0%

0% 25% 50% 75% 100%

Not sure

No change

Yes, changed bothschools and rankings

Yes, changedpreference rankings

Yes, changed schoolsonly

7.6% say “yes”

Preliminary Data

Page 25: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

No91.9%

Yes5.4%

Not sure2.7%

Have the events of September 11Have the events of September 11thth affected affectedyour preferred institution?your preferred institution?

Preliminary Data

Page 26: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Impact on College SearchImpact on College Search

Remarkably little impact of the 9/11 tragedy upon the choice set of prospective students.

Post-May 1st data suggest that choices remained stable.

Page 27: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

10.5%

9.5%

7.8%

11.7%

17.2%

22.1%

21.2%

0% 10% 20% 30% 40% 50%

> 10 hours by car

5-10 hours by car

4-5 hours by car

3-4 hours by car

2-3 hours by car

1-2 hours by car

< 1 hour by car

Ideally, how far from your permanent home Ideally, how far from your permanent home would your college/university be?would your college/university be?

Geographic LocationGeographic LocationPreliminary Data

Page 28: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

The Pull Toward HomeThe Pull Toward Home

Travel distance has become a larger issue, with prospective students indicating a desire to stay closer to home.

Because the ordering of college choices has not been significantly affected, distance from home does not appear to have become an overriding issue.

Page 29: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Geographic LocationGeographic Location

Which of the following best reflects the setting of the school you would most prefer to attend?

Rural community

or small town

15.6%

Large town to medium

city63.1%

Major city21.3%

Where would you most like to go to school?

1.2%

6.1%

6.1%

7.1%

12.6%

19.9%

20.9%

26.2%

0% 25% 50% 75%

Outside the U.S.

Northwest

Mid-Atlantic

Southwest

West

Midwest

South

Northeast

Preliminary Data

Page 30: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Marketing Geographic LocationMarketing Geographic Location

Christian colleges and universities in suburbs and rural areas have an opportunity to capitalize on students’ wavering interest in major cities.

Christian schools within smaller or safer cities should bring attention to the “best of both worlds” – vast resources and relative safety.

Page 31: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

State of the U.S. EconomyState of the U.S. Economy

3.60

2.90

1 2 3 4 5

What influence do you think yourperceptions of the state of the U.S.economy will have on your choice of

college or university you will attend? (B)

How concerned are your parents andyou about the state of the U.S.

economy? (A)

Scale A: 1 = Extremely Concerned and 5 = Not at All ConcernedScale B: 1 = Will Heavily Influence Choice and 5 = Will Not at All Influence Choice

Preliminary Data

Page 32: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Economic ForcesEconomic Forces

The economy is having a far greater effect than the tragedy of 9/11 on college choice.

Early communications about financial aid resources and counseling are of paramount importance in the foreseeable future.

Careful examination of current funding practices is a top priority.

Page 33: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Changes in PrioritiesChanges in Priorities

The quality of a specific major (more than overall reputation) continues to be a top priority. Get information about specific majors in the hands

of inquirers. Provide linkages on the Web site to relevant

departments, students, and alumni.

Campus atmosphere has continued importance. Accelerate efforts to develop a fuller image of

campus life. Provide more details about provisions for student

safety.

Page 34: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

RecommendationsRecommendations

Hallmark Themes

Communications/PR Recommendations

Admissions Marketing Recommendations

Campus Team Strategies

Page 35: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Hallmark Themes for the CCCUHallmark Themes for the CCCU

Academic Quality: A high-quality education in a secular world.

Christian-centered Community: A close-knit, Christian community that emphasizes character development and spiritual growth.

Future Orientation: Preparation for life as well as a living.

Financial Investment: The value proposition.

Page 36: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Ideas for First Steps:Ideas for First Steps:Short-term StrategiesShort-term Strategies

Page 37: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Short-term StrategiesShort-term Strategies

Be bold in defining the uniqueness of the Christian experience, but use “cascading” language.

Monitor the effectiveness of on-campus visits at all stages of the recruitment cycle.

Increase emphasis on all dimensions of the social experience, especially at the acceptance stage.

Page 38: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Short-term StrategiesShort-term Strategies

Use the hallmark themes from the research to develop a distinctive institutional identity.

Prepare a signature statement that both captures the institutional identity and supports the CCCU organization.

Develop a definition of academic quality that best describes the institution.

Page 39: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Internal Marketing:Internal Marketing:Case Study #1 Case Study #1

Using the Research to Using the Research to Encourage Buy-inEncourage Buy-in

Page 40: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Organized to LaunchOrganized to Launch

Negotiation of/follow through for quantified expectations

Attention to right-hand/left-hand coordination

Selection of one message/signature statement

Development of integrated communications plan

Page 41: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Outlined Signature StatementOutlined Signature Statement

X College Pact with students: Preparation for life Academic quality Christian-Centered community Total value

Used throughout the College and messages all flow from this central theme.

Page 42: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Educated the InstitutionEducated the Institution

Shared research results and strategies for action. Conducted a series of meetings with: faculty, senior management team, enrollment teams, and all communications staffs.

Page 43: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Built BridgesBuilt Bridges

Solicited support from other directors and their staffs to implement strategies.

Developed working relationships with physical plant, food service, bookstore, post office, computing services.

Educated senior management about the necessary trade offs to execute a strategy.

Page 44: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Early ResultsEarly Results

President’s cabinet is meeting to prioritize and fund new initiatives.

College community is excited about new focus on common purpose and message.

Faculty and staff understand shared responsibility for recruitment.

Page 45: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Ideas for Next Steps:Ideas for Next Steps:Mid-term StrategiesMid-term Strategies

Page 46: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Mid-term StrategiesMid-term Strategies

Begin to direct marketing efforts to prospective students early.

Build communications flows based on the first point of contact, not the calendar.

Offer a service orientation to early inquirers.

Page 47: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Funnel Vision: Case Study #2 Funnel Vision: Case Study #2

Shaping the Top of the FunnelShaping the Top of the Funnel

Page 48: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Defined New StrategyDefined New Strategy

Decided to build top of admissions funnel.

Addressed concerns surrounding strategy to get buy-in and institutional investment.

Collected relevant data: Historical data for admission activity, aid awards,

and college performance in a single file: trends, gaps, relationships

Page 49: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Clarified Desired OutcomesClarified Desired Outcomes

To grow inquiry pool to drive desired conversions to applicant pool

To increase applications from distant markets to fill residence space

To reduce the difference between commuter and resident quality profiles

To increase net revenue to meet growing demands on budget

Page 50: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Stimulated the Inquiry PoolStimulated the Inquiry Pool

Increased Prospects Invested more in

tried-and-true sources

Added sophomores Added freshmen Found new lists Maintained old

selection criteria

Improved Conversions Mailed earlier Personalized

salutation and message

Replaced printed brochure with personal letter

Page 51: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Power of Early Cultivation:Power of Early Cultivation:Response Rates for First YearResponse Rates for First Year

Class NRCCUA PSATJunior 16.3% 7.8%Soph 24.7% 16.3%Frosh 24.4%

Page 52: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Power of PersonalizationPower of Personalization

Open House invitations mailed to same number of inquiries each year: First year responses: 489 Second year responses: 953 Increase of 95%

Only difference between years: Changed from pre-printed invitation to personal

letter of invitation

Page 53: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Com & Res Application TrendCom & Res Application Trend

7000

6000

0

5000

4000

3000

2000

1000

1991 1992 1993 1994 1995 1996 1997 1998 1999

ComRes

Page 54: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Mid-term StrategiesMid-term Strategies

Adapt the CCCU hallmark themes to develop institutional communications that apply to all key stakeholder audiences.

Choose a consistent institutional “look” to be used for all constituencies.

Use the CCCU logo to add visibility to the organization.

Page 55: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Target Target MarketsMarkets

Page 56: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Target MarketsTarget Markets

Parents

Males versus females

High-ability students versus “bread-and-butter” candidates versus others

Students who attend church more than once per week versus once per week versus less than once per week

Page 57: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

ParentsParents

Prospective students gave even higher ratings to their parents’ role than parents did themselves.

Parents have a propensity to look at the big picture.

They attach higher priorities to the special opportunities provided by a Christian education.

They see a stronger linkage between academics and faith.

Financial aid plays a more dominant role in defining cost considerations.

Page 58: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

ParentsParents

Craft a communications flow for parents, based on the messages in the research.

Send a series of personalized letters.

Concentrate on communicating the benefits of integrating academics and a Christian-based community from the outset.

Page 59: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

ParentsParents

Create separate agendas for parents and students for on-campus events.

For parents: Making the case for value Faculty – Who they are Continuation of family values Financial planning Safety and security Career counseling and services

Page 60: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

ParentsParents

Provide evidence of investment value: Job placement records Lists of companies that visit the campus each

year to recruit students Holistic success stories

Page 61: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

GenderGender

Overall, the demographic profiles of the men and women are remarkably consistent.

At the prospect and inquirer stages: Men rate “recreational athletic facilities” and

“varsity athletics” as significantly more important Male prospects gave a lower priority to

“preparation for future careers.”

Page 62: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

GenderGender

Male inquirers: A liberal arts education is a lower priority

Admitted men: Not as price sensitive Less focused on certain community issues

Page 63: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Recommendations for MenRecommendations for Men

Use direct marketing initiatives to get males and their parents involved in the college search earlier.

Communicate with males in follow-ups to the direct

mail initiative.

Evolve to messages about continuing the Christian values.

Page 64: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Recommendations for MenRecommendations for Men

Alert male inquirers who express an interest in any form of athletics to activities on campus through email communications. Increase retention of “at-risk” population Promote the opportunities of the geographic area Invite to sports events Include testimonials from men on campus

Showcase the best sports and recreational facilities

for tours, publications, and on-line media.

Page 65: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Academic AbilityAcademic Ability

Representation of top students increases between the prospect and matriculant stages of the admissions funnel.

Late arrivals to a Christian education are not the strongest students.

The use of information sources is relatively consistent across categories of student quality.

Page 66: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Academic AbilityAcademic Ability

Students in top 10% indicated a higher level of familiarity with Christian institutions.

Parents are seen as more influential by high-ability matriculants.

Best statements for high-ability students mirror the aggregate results.

Page 67: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Academic Ability Academic Ability

Carry the hallmark themes into any direct marketing initiatives intended for high-ability audiences.

Use the message themes about integrating faith and learning, fostering family values, and spiritual growth.

Begin the cultivation of high-ability students through direct marketing to high school sophomores.

Page 68: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Academic Ability Academic Ability

Include communications with parents in the recruitment plan for high-ability students.

Take steps to identify high-ability students early.

Enlist strong students to call high-ability candidates at the application stage of the admissions process.

Page 69: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Frequency of Church AttendanceFrequency of Church Attendance

Pockets of prospects who attend church more often can be found in the Southeast and the Midwest.

The length of time students have known about

Christian colleges and universities and when they began the college search are not linked to their church attendance.

Page 70: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Frequency of Church AttendanceFrequency of Church Attendance

The biggest shift in how students designate their religious status takes place between the prospect and inquirer stages of the admissions funnel.

Tracing just those who attend church most often

reveals a rise in Evangelical Christians (from 54% inquirers to 82% matriculants).

The most promising market for recruitment is the dedicated churchgoer.

Page 71: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

14.8%

30.5%

94.1%

39.4%

64.4%

96.8%

60.1%

75.1%

100%

0

20

40

60

80

100

Church less thanonce a week

Church once a week Church more thanonce a week

Prospects Inquirers Non-Matriculants

Page 72: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Frequency of Church AttendanceFrequency of Church Attendance

Collect information about immediate family, relatives, and friends who are graduates of Christian colleges and universities on response cards.

Use this information to establish communications with and among prospective students, friends who are graduates of Christian institutions, and the college or university.

Page 73: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Continue to cultivate early interest through churches and youth groups.

Consider providing financial incentives for student involvement in community service.

Attend to the language used in describing the Christian experience, especially among less-frequent churchgoers.

Frequency of Church AttendanceFrequency of Church Attendance

Page 74: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Create hyperlinks on the Web with affiliated churches and youth groups.

Reach out to the parents of prospects who are

actively involved with their churches.

Frequency of Church AttendanceFrequency of Church Attendance

Page 75: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

““The future is not a gift.The future is not a gift.It is an achievement.”It is an achievement.”

Harry LauderHarry Lauder

Page 76: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Summary HighlightsSummary Highlights

Page 77: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

““We know these things for sure.”We know these things for sure.”

The college search is starting earlier for families. The use and influence of the Web represents a

major change in market behavior. Public universities are major competitors of

Christian colleges and universities. The phrase “liberal arts” is not helpful in clarifying

image or communicating value. The Christian mission plays a major role in the

college decision-making process.

Page 78: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

““We know these things for sure.”We know these things for sure.” Because of its perceived fragmentation, a Christian

campus experience is an underdeveloped building block of the Christian identity.

Prospective students have concerns about the relationship between the Christian influence and intellectual life.

Academic excellence is intertwined with preparation for the future.

Parents are more involved in the college search in the CCCU market.

Perceptions of value are shaped by impressions of an institution’s ability to offer tangible outcomes and cultivate character development.

Page 79: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Ideas for Next Steps:Ideas for Next Steps:Campus Team StrategiesCampus Team Strategies

Page 80: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Short-term StrategiesShort-term Strategies

Develop student and faculty profiles to be used for various outreach activities. Advantages of Christian faculty Portrayal of whole person (students and faculty)

Develop a unique description of the intimacy and the atmosphere of the campus community.

Page 81: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Mid-term StrategiesMid-term Strategies

Begin allocating new resources toward the Web and other electronic communications.

Make careful decisions about which print media should be continued.

Build a depth-and-breadth Web site for admissions marketing and for other key audiences.

Page 82: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Incentives for ActionIncentives for Action

Page 83: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Incentives for ActionIncentives for Action

Frame of reference Analysis paralysis

versus Management by fact

“Silver bullet”

versus Incremental changes

Page 84: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Incentives for ActionIncentives for Action

“Good knowledge leads to good fortune.”

59 % of inquirers had some interest in applying.Potential impact on admissions funnel:

10,000 inq’s @ 10% = 1,000 app’s10,000 inq’s @ 15% = 1,500 app’s

No longer need to operate blind at top of the funnel.

Many recommendations do not add costs.

Page 85: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Incentives for ActionIncentives for Action

“Give me the freedom of a tight strategy.”

Context for creative talent Ready, untapped market:

21% of prospects indicated some level of

interest in a Christian college or university;

33% are on the fence. Many recommendations do not add costs.

Page 86: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Incentives for ActionIncentives for Action

“In the race for quality, there is no finish line.”

Focus on cultivation of early interest. Preserve your distinctiveness. Adopt “organic” decision-making strategies. Use the research in all areas of communication to

help you work SMART.

Page 87: CCCU Tampa Workshop New Perspectives on the Research Findings January 19, 2003

Thank you Thank you for the privilege of serving for the privilege of serving

the CCCU.the CCCU.